Taking inspiration from the archives in Jarnac, we started our journey by reviving the heritage assets to deliver a modern manifestation of the brand’s historic codes. Reintroducing the iconic 1800s Courvoisier wordmark in its bold sans-serif red and crafting the original medals, crest and typefaces to create a contemporary yet authentic visual identity. The heritage palette was brought to life through a vibrant red, off-white, and rich gold to represent the brand’s vibrant ‘joie de vivre’ positioning and create disruption within the category.

Structurally we developed modern renditions of the famed Josephine, Cognaçaise and teardrop silhouettes to reinvigorate the portfolio, drive distinctiveness and celebrate the brand’s next chapter. The bespoke XO decanter was modelled on the original bottle, first launched in 1984, with the middle of the decanter revealing a distinctive teardrop shape with movement incorporated into the sculpture of the glass to highlight the liquid.

Sustainability was also a key driver in the redesign. We achieved a lower weight across all glassware, which means a reduced CO2 footprint for the Maison. We also moved away from plastic closures, to opt for more sustainable materials and made strides towards 100% recyclable packaging for the full range. For the highest volume SKUs featuring outer packaging we moved to corrugated cardboard gift boxes, which are finished beautifully to maintain a prestige quality while reducing overall weight. We also moved all labels and cartons to fully FSC certified materials.